Lead generation has evolved and so have the customers. Each customer is different and therefore marketers today have to tailor or customize their sales and marketing strategies with the needs of the evolving customer.
There are number of reasons why certain b2b marketing leads do not convert and the answers are deep-rooted at times. A deeper analysis of each and every aspect of your sales and marketing plan can reveal the solution.
Here are a few reasons that throw light on the factors that can be responsible for the failure of lead conversion and how you can fix them.
Broken Landing pages and lack of call-to-action:
Lead generation is a team work in the sense that there are various elements that are working in the background that are responsible directly and indirectly for both success and failure of lead gen. A more comprehensive sales strategy almost always works in favor of the results of lead generation and amid other crucial elements of lead gen such lead nurturing, use of right content etc. landing pages and call to action can make or break a deal too.
As much as the site architecture is important; a flawless landing page never fails to impress the prospect. After all, a landing page is like a launch pad for your prospective buyer and a golden opportunity for you to convert those who have chosen to land on your page. A malfunctioned or broken landing page will only give the impression that you are using outdated services and are not investing enough in your own products and services, thereby making them assume that you would probably fail in delivering results to them too.
A call-to-action is actually going to reduce the sales cycle. How? Well, your call-to-action is going to encourage your prospect into taking a quick action or make a quick buying decision. Hence having a strong call to action is a must for leads to convert.
Less elaborate data:
A lot of marketers have had to give up their dream of having good leads and having good leads convert because of their broken or lack of quality data. If you have done everything in your capacity to get those leads converted without success; then the problem might be in the data. The more intricate and elaborate data you have; the better the results! In B2B; the data is pivotal when it comes to lead generation; because it’s really worth knowing your audience well.
Incorrect buyer Personas:
If your data is incorrect it will naturally affect the buyer persona details. Buyer persona is paramount in all communication or in any lead generation strategy. Personas are used not just for direct sales activity but also for creating various other entities such as the collaterals, content, communication, landing pages and much more. Therefore a very well-defined persona is almost like a foundation to a rock-solid lead gen campaign and demand gen strategy. In order to engage with sales rep effectively; one needs to have accurate buyer persona. One can have a great mix of fiction-based and fact-based persona that can lead to a better response.
Conclusion:
This may not look like the most obvious reason; but disconnect between sales and marketing can be one of the other crucial reasons why the leads may not be converting into business. Many more reasons can affect your efforts, so it’s best to have a comprehensive analysis to fix things on many fronts for better lead generation results.